Courvoisier is targeting those drinkers who don't know what they want to drink when they get to the bar.
A total of 47 hand-selected bars will take part in the "I don't know" campaign, which will see indecisive customers being offered a Courvoisier cocktail.
Staff will be trained by mixologist Ben Leggett as well as viewing a 3D educational film. Thereis also the chance for bartenders to win a trip to the Courvoisier distillery.
Consumers will be driven to participating bars by the lure of a free cocktail and advertising in The Observer, Evening Standard, GQ and Wired.
"The I don't Know campaign will recruit new drinkers by reaching those who would not normally consider cognac in cocktails and encourage them to break from the norm rather than defaulting to their usual choice," said Maxxium UK's marketing manager for Courvoisier Janice McIntosh.
"By working closely with bartenders, we will help them to build their cognac knowledge, enabling them to inform and inspire consumers to embrace the category."